In Portland, Cultivating a Culture of Two Wheels

PORTLAND, Ore. — Susan Peithman did not have a job lined up when she moved here in September to pursue a career in “nonmotorized transportation.” No worries, she figured; the market here is strong.
Now, business owners like Tony Pereira, a bike builder, are part of the city’s growing cycling industry.
“In so many ways, it’s the center,” Ms. Peithman, 26, explained. “Bike City, U.S.A.”
Cyclists have long revered Portland for its bicycle-friendly culture and infrastructure, including the network of bike lanes that the city began planning in the early 1970s. Now, riders are helping the city build a cycling economy.
There are, of course, huge national companies like Nike and Columbia Sportswear that have headquarters here and sell some cycling-related products, and there are well-known brands like Team Estrogen, which sells cycling clothing for women online from a Portland suburb.
Yet in a city often uncomfortable with corporate gloss, what is most distinctive about the emerging cycling industry here is the growing number of smaller businesses, whether bike frame builders or clothing makers, that often extol recycling as much as cycling, sustainability as much as success.
Like the local indie rock bands that insist they are apathetic about fame, many of the smaller local companies say craft, not money, is what drives them.

In Portland, Cultivating a Culture of Two Wheels – New York Times